Turner International India and Rajgreen Group of Companies announce a Cartoon Network brand partnership for the new Amaazia theme park.
Last year the first phase of Amaazia opened in Surat, India. Earlier this year Blooloop reported that the theme park was in discussion over IP and now it has been announced that Turner International India and the Rajgreen Group of Companies have entered into a ten year brand partnership agreement.
The park is built on a giant 61,000 square metre footprint, breaking records for India. It will be fully air-conditioned, making it an all-season venue. Amaazia has been conceptualised and designed by the Sanderson Group, Australia.
The theme park will now have 33 rides and attractions featuring popular Cartoon Network characters such as Ben 10, The Powerpuff Girls and Adventure Time. There will be multiple branded zones and 20 water-slides unique to the resort. ‘Meet and greets’ with characters from Cartoon Network will be a highlight.
It is hoped the Amaazia will tap one million footfalls in its first year of operations.
Amaazia will be the first theme park brand association for Cartoon Network in India. “We are always on the lookout for ways to increase our engagement with the fans,” says Siddharth Jain, Managing Director, South Asia, Turner India. “For us, they are not viewers or subscribers, they are fans. This venture is a great way to interact and engage with the fans in a different, yet effective way.”
Anand Singh, Director, Cartoon Network Enterprises, South Asia, Turner India (Licensing and Merchandising division) believes the venture will help boost Cartoon Network’s location-based entertainment portfolio. “We have two other theme parks, one in Dubai and the other in Pattaya,” he says. “While the attractions will provide visibility and engagement with consumers, the retail outlets will help with pushing merchandise to the relevant target group.”
As Blooloop reported earlier in the year, the theme park is a passion for Rajgreen’s chairman, Sanjay Movaliya. “Since the mid to late 90s, when I started travelling abroad extensively, I used to visit theme parks and amusement parks,” he says. “While I thoroughly enjoyed them as a visitor, I also always wondered when India would have such a facility. So, when a piece of land ideal for such a project came up, I bid for it and won and started the water park initially.”
The park’s location was a key factor for Turner. “The park is located at the heart of the city, making it accessible for the residents, and people from neighbouring cities,” says Siddharth Jain.
Amaazia has been designed as a ‘daycation’ destination. It will ultimately be divided into four main sections. These will comprise the theme park, branded by Cartoon Network; a waterpark; a family recreational hub and, finally, a service apartment and retail area.
Image: Cartoon Network Amazone